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Personalized Marketing Drives Buyer Readiness and Sales

by Lenna Garibian  |  
March 5, 2013

Cross-channel, customer-centric marketing (AKA personalized marketing), the practice of tailoring offers and promotions to consumers across multiple touch points based on their past shopping or browsing experiences, appears to increase buyer readiness, engagement, and sales activity, according to a study by MyBuys and the e-tailing group.

Among more than 1,100 consumers surveyed: 40% said they buy more from retailers that personalize their shopping experience across channels, 41% said they buy more from retailers that send them personalized emails, and 39% said they buy more from retailers that personalize Web recommendations.

Those findings are reinforced by sales data from MyBuys' database of some 250 million shoppers: Customer-centric marketing delivers a 25% increase in total online sales and a 300% improvement in customer lifetime value, according to the company.

Below, additional findings from the report titled "Engage Consumers & Increase Buyer Readiness Through Customer-Centric Marketing," based on a survey conducted by the e-tailing group for MyBuys.

Tactics That Drive Purchasing

Among consumers surveyed, key drivers of "buyer readiness" are finding the right product (67%) at the right price (55%).

However, personalized promotional emails (57%) and personalized online advertising (35%) are top tactics for prompting consumers to purchase:

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Smita Wed Dec 25, 2013 via web

    Personalizing marketing communication for various stages in customers' purchase decision journey is a great way to ensure that communication is always relevant and useful. But businesses seem to be faltering at getting something as straightforward as e-mail marketing right. I was reading some pointers for the same the other day
    Thanks for the great article Lenna. I completely agree with your point here.

  • by Brooke Harper @Tenfold Mon Apr 24, 2017 via web

    Great post, Lenna! I know that a lot of people believe that the more personal the efforts are, the better. In some cases, yes but less is more when it comes to personalisation. Identifying personas removes misconceptions and helps realign the focus on what the customer needs. Thanks for sharing. Keep it up!

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